Did you know that Google and other search engines do not index most of your Amazon listing content? Truth is, Google’s job is to direct users towards a wide assortment of e-commerce options and solutions. If they were to do otherwise, they couldn’t remain the “peoples champ” when it comes to search engines. On the other hand, Amazon prefers to keep their customers shopping within their marketplace. For sellers and vendors, this often translates into not promoting their own sites or mentioning anything outside of Amazon. This is why the A9 (Amazon algorithm) is quite unique and different from other search engines. It analyzes different searches and different keywords.
However, there’s more than one way to be seen and heard.
I mean… Why else would I be writing this?
Controlling The Narrative
What if you could use the power and reach of Google to attract more customers to your listing? What if you could control the content being seen by shoppers who are in search of similar products as yours? In other words, what if you could control the conversation being had about your kind of products?
Do you see how this can be beneficial to your overall success as an Amazon Seller? If so… read on. First, let me state that there are a few ways.
However, for the sake of brevity, I’ll focus on just one today. And all you’ll need to do is answer a question (or more). Optimize Your Q&A Section To get Google to index your content, you’ll need to create the content. Or at the very least, address it.
In the Q&A section of your ASIN listing, there are hopefully a list of questions designed to help separate your brand from competitors. But since most of these questions are generated by interested shoppers, this section is the perfect place to give them the added fuel to make informed buying decisions. If you’re not utilizing this section, you’re losing out on relatively easy conversion opportunities. However, beyond taking the time to engage with potential customers, you’re also missing out on something that produces a larger impact and long-term effect. Getting the questions and answers from your listing indexed on the world wide web. To show how this works, I’ll start off with an old example with an actual Amazon listing. Below, you see the question, “Would non-tread sneakers tear up a yoga mat?”
Apparently, this is a common concern for new yoga mat users. Now, out of all the different answers available online and/or product solutions, let’s see what results pull up on the 1st page of Google.
Oh… would you look at that. The first two answers that appear on Google belong to Amazon product listings. Not just any two... but the same ASIN.
I get it. We don't all sell yoga mats. But each of our products do face commonly (and not so common) asked questions that inquiring minds want to know. And each time potential buyers search the web for answers, the analytics say that more than 75% of users won't search beyond the first page. Just use your imagination (or Google) to determine the percentage of users that select the very first clickable link available.
Your Chance To Connect
In the above example, it wasn't the Seller who answered the question. It was a few satisfied Amazon users who previously purchased the product. This is great if you have brand loyal customers. But, if you're just starting out or lack repeat buyers, this is the perfect opportunity for you to directly connect and engage with interested buyers. Yes, you as the seller can answer these questions. And while doing so, you can even respond with one or two relevant keywords included in your answer. Remember...
To get Google to index your content, you’ll need to create the content.
Keep in mind, as a seller, you can not generate your own questions. However, that doesn’t stop your regular customers, business associates or curious family members for doing so.
By now, you're probably saying, “Well that's great. But how do I know which questions are being asked about my type of product?”
Wow! It’s almost as if I’m a mind-reader.
My first answer would be to simply use the Google search tool. As you begin to type in your product type or keyword, you should see a few commonly searched terms and/or questions.
However, here’s a more detailed (and FREE) solution: Answer The Public
Yup, this website is completely free (with pro plans available). It allows you to type in a single keyword, see what questions are being asked via search engines, social media, and other online sources. It provides you with relevant data, questions, prepositions, and comparisons for your specific product niche.
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By simply doing a bit of research, not only do you get to know your target audience better, but it positions you as a market leader and solution based brand. Additionally, you give your product listing increased opportunities to be seen around the world wide web. You may even find a few keywords that you hadn't previously thought of. But more importantly, you’ll get to know the burning questions that are leading customers towards the 'Add to Cart' button. Try it with your product listings today. Be creative. If implemented correctly, this tiny little trick can help generate organic traffic to your listing… which means additional visibility… higher click rates… and... wait for it…. increased sales. PLEASE NOTE: This only works with keyword rich and optimized listings. So, be sure to contact a professional to lay the groundwork. Unfortunately, this tip will not work overnight. Indexing takes a while, but can work in as little as a couple of weeks, to a month… depending on your listing popularity. Good luck and happy selling!